CALL F O R E NTR I ES 2017 SI LV ER LI N K AWA R DS

CALL F O R E NTR I ES 2017 SI LV ER LI N K AWA R DS

SAV E TH E DATE fo r t h e 2017 S I LV E R LI N K AWA R DS BA N Q U ET Thursday, September 28, 2017 Sky Room at Hard Rock Hotel & Casino, 18th Floor 6pm Cocktail Hour 7pm Dinner & Program 2017 S I LV E R LI N K AWA R DS PRSA Tulsa s annual Silver Link Awards recognize exemplary public relations achievements in various categories, as well as honor public relations professionals for outstanding contributions to the profession. E NTRY R EQ U I R E M E NTS You do not need to be a member of PRSA to enter. All projects must have been produced between April 1, 2016 and March 31, 2017, and have not previously been entered in a Silver Link competition. Enter as many projects as you like. Entries are divided into two categories Campaigns and Tactics. Campaign entries are multi-faceted, large-scale projects and are made up of multiple tactics. Tactic entries are smaller and more focused. Because a campaign is made up of various tactics, an entire project may be submitted as a campaign and individual elements may also be submitted as tactics. For example: You created a year-long campaign for your organization s 100th anniversary. Some of the elements included a redesigned website, media relations, and an event. You could submit a campaign entry for the entire project and also submit three tactics entries digital, media relations, and special event. 2

I N STR U C TI O N S Entries will be submitted and judged using an online awards management system called Judgify. The link to submit your entries can be found at prsatulsa.com/silverlink. For each submission, complete: Online Entry Form Summary (1 2 pages, 10-point minimum) divided into the four stages of PR Research, Planning, Implementation, and Evaluation/Results. Supplemental Materials demonstrating use of and expertise in all four stages. See below for specific judging criteria to assist you in what to include to support your work to the judges. J U DG I N G 2017 entries will be judged by the PRSA Volunteer Chapter in East Tennessee. Each Silver Link entrant will receive at least two constructive critiques from the judges, one being a current APR. All entries are judged on a 100-point scale in the following categories: RESEARCH (Up to 25 Points) Strategy and intent of research (What did you hope to find out?) Primary or secondary research, such as surveys or focus groups conducted, interviews with stakeholders, previous year s data, reviews of similar projects, etc. Overview of relevant findings PLANNING (Up to 25 Points) Goals and objectives based on research findings Strategy determined based on goals Budget IMPLEMENTATION (Up to 25 Points) Communication Plan / Outline based on strategy Work Samples Quality Creativity EVALUATION/RESULTS (Up to 25 Points) Data-driven outcomes Successfulness at achieving goals and objectives (If so, why or why not?) ROI, if applicable Entries scoring 85-100 points will receive a Silver Link. Entries scoring 70 84 points will receive an Award of Merit. Entries are only scored against criteria, not against other entries within the category, so there may be multiple winners in each category. Winners will be notified mid-august. 3

E NTRY D E A D LI N E & COST Dates listed are final deadlines. There are no deadline extensions. Entries submitted after the deadline will be disqualified. Submit by the Early Bird Deadline to receive a discounted entry fee. EARLY BIRD DEADLINE FINAL DEADLINE Sunday, June 11, 2017 11:59 p.m. PRSA members $40 per entry Sunday, June 25, 2017 Non-members $50 per entry 11:59 p.m. PRSA members $60 per entry Non-members $70 per entry PAYM E NT Payment can be made online or via check. Select your payment option at time of submission. Invoices for check payments are automatically generated through Judgify. Multiple entries can be paid with a single payment. S PECIA L AWA R DS PROFESSIONAL OF THE YEAR The Tulsa Chapter s most prestigious award recognizes a PRSA member s outstanding public relations career. The recipient reflects the highest principles and qualities of PRSA and has earned the respect of peers for dedication, talent, and service. To nominate a colleague, contact last year s recipient, Sheila Curley, at sheila@six-pr.com. MONTEZ TJADEN YOUNG PROFESSIONAL OF THE YEAR The Tulsa Chapter annually recognizes a member who, while early in his or her career, exemplifies strong talent and passion for communications, leadership skills, and dedication to PRSA. To nominate a colleague, contact last year s recipient, Rachel Weaver Smith, at rachel.smith2@hillcrest.com. BEST IN SHOW AWARDS The highly esteemed Best in Show awards will be presented to the best overall Campaign and best overall Tactic with the highest respective scores. In the event of a tie, the judging chapter will decide which entry was the most effective and creative in achieving its goals and objectives. 4

CA M PAI G N S Campaign entries are multi-faceted, large-scale projects and are made up of multiple tactics. All entries should demonstrate the four stages of PR Research, Planning, Implementation, and Evaluation/Results. 1. COMMUNITY RELATIONS To win the cooperation of and improve relations with communities in which the sponsoring organization has an interest, need, or opportunity. 2. CRISIS COMMUNICATION To prepare for, mitigate, or remediate disasters, crises, or emergencies. If the plan has not been used in a crisis, discuss how it was rehearsed, reviewed, and improved for future implementation. 3. INTERNAL RELATIONS To communicate with employees to encourage interaction and response from all internal audiences. 4. MARKETING To promote new or established products, services, or ideas to customers or clients. 5. PUBLIC AFFAIRS To affect legislation, government regulation, political activities, or candidacies at the local, state, or federal level. 6. PUBLIC RELATIONS To develop or improve an organization s goodwill, identity, or relations with its internal or external publics. TAC TI CS Tactic entries are smaller and more focused. All entries should demonstrate the four stages of PR Research, Planning, Implementation, and Evaluation/Results. 7. AUDIOVISUAL Videography or photography used as a public relations tool. 8. BEFORE & AFTER A new category this year awards PR professionals who transform a piece from how they originally received it. Show improvement in overall appearance and content. 9. BRANDING To create or significantly change an organization s visual brand identity. 10. CREATIVE COLLATERAL A graphic-focused print or electronic piece such as a brochure, annual report, magazine, invitation, direct mail, newsletter, email, or other graphic piece. This category will be judged on content and design. For a newsletter, submit three issues produced within the Silver Link project timeframe. 11. DIGITAL Websites (internet and intranet), social media, blogs, mobile apps, online training programs, webcasts, podcasts, and other content for a digital media channel. 12. MEDIA RELATIONS Submit the pitch (news release, media advisory, pitch letter, media kit, or request for coverage), evidence of a media event or press conference if held, as well as the resulting media coverage. 13. SPECIAL EVENT A fundraiser, grand opening, anniversary, new installation, observation of a national or local celebration, or other special event. 14. WRITING A feature, speech, editorial, advertorial, or newswriting piece. Submit the original writing and proof of publication. Q U ESTI O N S? For category and general questions, contact Carissa at cbratschun@dvis.org. For technical submission questions, contact Erin at erin.holland@oneok.com. See FAQs at prsatulsa.com/silverlink. 5